Keyword research is still a make-or-break proposition.

Less competition. Choosing the right keywords drastically reduces the difficulty of ranking (and also the price of any franchise PPC bids). Usually, this means picking long-tail keyword phrases that pinpoint a specific user need or location.

Better conversion rates. Being specific with your keywords lets you target more relevant audiences. Rather than bombarding the general public with your message, you present your offer to people who want to hear it, which gets much better results.

Less stilted copy. The best keywords are predictive, which means they predict the searcher’s intent as well as their phrasing. So, for example, a franchisors seeking our services might search for the “best franchise web development strategies.” They would probably not search for “”franchise web development best strategies.” It’s a subtle difference, but an important one. Though they each contain the exact same keywords, the former is phrased much more naturally; it’s written exactly like somebody would search. This not only makes it more likely that searchers find your content – it also makes your content infinitely more readable, which will be reflected in your on-site stats.

It’s also important to set up a secondary set of related keywords, which will be incorporated into your content to supplement your primary set. This helps you broaden your net and account for disparate search terms without losing focus on your target audience.

Responsive web design is now non-negotiable.

With the majority of searches now coming from mobile, there’s no getting around the need for responsive web design. Without it, you subject your audience to a clunky, poorly laid out web experience. That’s no use for your franchise web development, and potentially damaging to your brand’s reputation.

Target the right referrers for better franchise web development.

Unsurprisingly, Google is still the top referrer of website traffic, which underscores the need for effective SERP ranking tactics. Social media referrals – when a user is directed to your website through a shared link on Facebook or any of the other big players – are dwindling fast in 2018. This is mostly due to the fact that social network algorithms are designed to keep users on their sites. They accomplish this by burying any posts that contain external links, and pumping up posts that encourage users to stay put.

So what’s the bottom line?

STOP using social media referrals for your franchise web development, and START investing more in SERP rankings by upping your organic content and franchise PPC.

Build crawlable content to increase your visibility.

While most of your franchise web development efforts should be done with human readers in mind, it’s critical that your URLs, text, visuals, and embeds are designed in a way that’s appealing and accessible to Google’s crawl-bots. If they aren’t, none of your other franchise web development strategies really matter.

The subject of crawlable content is bigger than this article, but we’d be happy to break it down for you. Give us a call at 905-564-0020, or visit https://clicktecs.com/contact-us/ to book your consultation online.

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FranNet has a long-standing relation ship with Jam and ClickTecs. He has been a valuable resource to our organization in multiple capacities as a trainer and supplier of digital marketing services to the FranNet Consultants. I am happy to recommend Jam and ClickTecs to any franchise system looking to grow the Franchise or Consumer side of their business. You can count on Jam and ClickTecs to become a long-term partner that will be there when you need them.

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ClickTecs is a specialized Digital Marketing agency, headquartered in Mississauga, Canada. We have made it our mission to help businesses navigate the shift from offline marketing to digital marketing by combining marketing creativity with technical expertise.